Facebook - page metrics

Metrics data structure

Before we show the list of available metrics, it’s important to understand that, based on the way we retrieve this information, some metrics will include breakdowns while others won’t:

Breakdowns

Metrics may or may not include additional breakdowns. For example:

A metric that calculates the number of impressions for your posts is not a breakdown metric; it only shows the total impressions per day.
A metric that calculates the number of impressions per day, broken down by user age and gender, contains a breakdown and shows detailed counts by day, age, and gender.

With this in mind, the structure of tables and columns follows a standard format: a main table aggregates metrics without breakdowns as columns, while separate tables handle metrics with breakdowns.

The main table will contain the following columns:

page_id: the ID of the page to which the metric refers (we recommend creating an integration with the “Pages” object to better associate the page name with its ID)
metric_date: the date of the metric for that page
metric_1, metric_2, metric_3: values of selected metrics without breakdowns for that page on that date

Tables for metrics with breakdowns will use the following column format:

page_id: the same value as in the main table
metric_date: the same value as in the main table
key: the breakdown key for the metric. For example, for a table showing users by country, this would be the country code.
value: the value for that key on that day for that page. In the previous example, “12” would indicate that there were 12 users from that country on that day for that page.

Available Metrics
The table below lists all available metrics, along with a description and an indication of whether or not they include a breakdown. Additional tables below provide more details on specific metrics. This table follows the format:

Category: the category of the metric; this doesn’t affect functionality, serving only as organization
Metric: the metric code as referenced in Kondado’s platform. An asterisk (*) indicates that this metric may be updated multiple times throughout the day
Description: a description of the metric
D: indicates whether this metric includes a breakdown

Due to time zone differences between data reported by Facebook on the platform (in Pacific Time) and via API, there is a 2-day difference between the date in Facebook and the date of data inserted into your destination (metric_date). This means data you see on Facebook on the 1st will appear as the 3rd in your destination.

Category	Metric	Description	D
Clicks on CTA	page_total_actions	The number of clicks on your page's contact information and the CTA button	No
Clicks on CTA	page_get_directions_clicks_logged_in_unique	The number of logged-in people on Facebook who clicked the directions button for the address	No
Engagement	page_post_engagements*	The number of times people engaged with your posts with reactions, comments, shares, and more	No
Engagement	page_fan_adds_by_paid_non_paid_unique	The number of new people who liked your page, detailed by paid or unpaid	Yes
Impressions	page_impressions_unique*	The number of people who had any content from or about your page appear on their screen. Includes posts, stories, check-ins, ads, etc.	No
Impressions	page_impressions_paid_unique*	The number of people who had any content from your page appear on their screen through paid distribution, like an ad	No
Impressions	page_impressions_viral_unique*	The number of people who had any content from or about your page appear on their screen with associated social information	No
Impressions	page_impressions_nonviral_unique*	The number of people who had any content from your page appear on their screen without socially attributed content	No
Posts	page_posts_impressions*	The number of times your page's posts appeared on a person’s screen. Includes status, photos, links, videos, and more	No
Posts	page_posts_impressions_unique*	The number of people who had any post from your page appear on their screen. Includes status, photos, links, videos, and more	No
Posts	page_posts_impressions_paid*	The number of times your page’s posts appeared on a person’s screen through paid distribution, like an ad	No
Posts	page_posts_impressions_paid_unique*	The number of people who had any content from your page appear on their screen through paid distribution, like an ad	No
Posts	page_posts_served_impressions_organic_unique	The number of people who had your page’s posts offered to their feed, whether it appeared on their screen or not	No
Posts	page_posts_impressions_viral*	The number of times your page's posts appeared on people’s screens with associated social information	No
Posts	page_posts_impressions_viral_unique*	The number of people who had any post from your page appear on their screen with associated social information	No
Posts	page_posts_impressions_nonviral*	The number of times your page’s posts appeared on a person’s screen without associated social information	No
Posts	page_posts_impressions_nonviral_unique*	The number of people who had any post from your page appear on their screen without associated social information	No
Reactions	page_actions_post_reactions_like_total	The total daily number of “like” reactions on a page's posts	No
Reactions	page_actions_post_reactions_love_total	The total daily number of “love” reactions on a page's posts	No
Reactions	page_actions_post_reactions_wow_total	The total daily number of “wow” reactions on a page's posts	No
Reactions	page_actions_post_reactions_haha_total	The total daily number of “haha” reactions on a page's posts	No
Reactions	page_actions_post_reactions_sorry_total	The total daily number of “sad” reactions on a page's posts	No
Reactions	page_actions_post_reactions_anger_total	The total daily number of “angry” reactions on a page's posts	No
Reactions	page_actions_post_reactions_total	The total daily number of reactions on a page's posts by type	Yes
Video	page_video_views	The number of times your page's videos played for at least 3 seconds or almost fully if under 3 seconds	No
Video	page_video_views_paid	The number of times your page's promoted videos played for at least 3 seconds or almost fully if shorter than 3 seconds	No
Video	page_video_views_organic	The number of times your page's videos played for at least 3 seconds through organic reach	No
Video	page_video_views_by_paid_non_paid*	The number of times your page's videos played for at least 3 seconds, detailed by total, paid, and unpaid	Yes
Video	page_video_views_autoplayed	The number of times your page’s videos were autoplayed for at least 3 seconds or almost fully if shorter than 3 seconds	No
Video	page_video_views_click_to_play	The number of times your page's videos played for at least 3 seconds after people pressed play	No
Video	page_video_views_unique	The number of people who watched your page's videos for at least 3 seconds	No
Video	page_video_repeat_views	The number of times your page's videos were replayed for at least 3 seconds	No
Video	page_video_complete_views_30s	The number of times your page's videos played for at least 30 seconds	No
Video	page_video_complete_views_30s_paid	The number of times your promoted videos played for at least 30 seconds	No
Video	page_video_complete_views_30s_organic	The number of times your page's videos played for at least 30 seconds through organic reach	No
Video	page_video_complete_views_30s_autoplayed	The number of times your page's videos autoplayed for at least 30 seconds	No
Video	page_video_complete_views_30s_click_to_play	The number of times your videos played for at least 30 seconds after people clicked play	No
Video	page_video_complete_views_30s_unique	The number of people who watched your videos for at least 30 seconds	No
Video	page_video_complete_views_30s_repeat_views	The number of times your videos replayed for at least 30 seconds	No
Video	page_video_view_time	The total time, in milliseconds, people spent watching your page's videos	No
Views	page_views_total	The number of times your page profile was viewed by logged-in or non-logged-in people on Facebook	No

Tab Types

Key	Description
allactivity	Administrative tab
app	Custom tab
info	"About" tab
insights	Insights tab
likes	Likes tab
locations	Map tab
photos	Photos tab
photos_albums	Photos tab
photos_stream	Photos tab
profile	Page timeline
profile_info	Information tab
profile_likes	Likes tab
profile_photos	Photos tab
timeline	Page timeline
events	Events tab
videos	Videos tab
wall	Timeline

Types of Negative Feedback

Key	Description
hide_clicks	Hide this story
hide_all_clicks	Hide all posts from this page
report_spam_clicks	Report an item as spam
unlike_page_clicks	Unlike the page

Types of Positive Feedback

Key	Description
answer	Answer a question
claim	Accept an offer
comment	Comment on a story
like	Like a story
link	Share a story
other	Other types, such as check-ins
rsvp	Respond to an event invitation

Types of Stories

Key	Description
checkin	Check-ins on the page
coupon	Offers
event	Event RSVPs
fan	Page likes
mention	Mentions of the page
page post	Page posts
question	Responses to questions
user post	User posts on the page
other	Other types

Sources of Likes

Key	Description
Ads	Page likes from people who saw your page or post in an ad
News Feed	Page likes from people who saw content published by or about your page in their feed
Page Suggestions	Page likes from people who saw your page in a list of suggested pages
Restored Likes from Reactivated Accounts	Page likes from people who reactivated their Facebook profile
Search	Page likes from people who saw your page or post in search
Your Page	Page likes from people who visited your page

Sources of Unlikes

Key	Description
Deactivated or Memorialized Account Removals	Page likes removed due to accounts being deactivated or memorialized
Other	Page likes removed for reasons other than account deletion, memorialization, suspicious accounts, unlikes from posts, feed, or search
Suspicious Account Removals	Page likes removed due to suspicious account activity
Unlikes from Page, Posts, or News Feed	Page likes removed by people who saw content posted by or about your page in the feed
Unlikes from Search	Page likes removed by people who saw your page or post in search